breed and craft: content marketing 2014 (b&c)
DESCRIPTION
B&C Content Marketing Presenation 2014 Get in touch for more [email protected]TRANSCRIPT
!
CONTENT MARKETING IN 2014 WHY BRANDS NEED TO STOP INTERRUPTING
AND START BECOMING THE STORY
ONE WAY MARKETING IS
DEAD
SO WHAT COMES
NEXT?
WHERE DO WE GO FROM
HERE?
ENGAGEMENT
WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?
WHAT IS CONTENT MARKETING AND WHY IS IT IMPORTANT?
Content marketing is the technique of creating and distributing relevant
and valuable content to attract, acquire and engage a clearly defined
and understood target audience - with the objective of driving profitable
customer action.
THE ART OF COMMUNICATING WITH YOUR CUSTOMERS WITHOUT SELLING
THE MANY FORMS OF BRANDED CONTENT
INFORMATIVE EXPERIENCE
ENTERTAINING EXPERIENCE
INTERACTIVE EXPERIENCE
LIVE EXPERIENCE
WHY IS SHARED CONTENT THE BEST?
CONTENT MARKETING IS ABOUT
SHARING
BRAND LIFT
138% HIGHER FOR THOSE EXPOSED VIA SHARING
General Electric study, 2012
WHO SHARES CONTENT?
23% OF ALL SOCIAL MEDIA MESSAGES
INCLUDE LINKS TO CONTENT General Electric study, 2012
GLOBAL SOCIAL MEDIA STATS 2013
UK SOCIAL MEDIA PENETRATION 2013
GET YOUR CONTENT READY TO GO
ANYWHERE
WHAT MAKES CONTENT SHAREABLE
A KEY FACTOR CAN BE LENGTH
LONG CAN WORK IF DONE RIGHT
!
BUT GENERALLY
SHORT IS BEST
THE MOST IMPORTANT THING IS THAT IT’S RELEVANT
You need to create something that actually has merit, that you would say, “Wow, I want to share
that.” And if Cadillac made it for you, you’re sharing something essentially that Cadillac made and you
can get your brand message across in a very natural, non- advertising way.
Anthony Batt, Katalyst Media
HOW IT SHOULD BE DONE
900 DOMAINS IN 36 LANGAUGES
ACTIVATIONS ACROSS
WEB, TV, WEB RADIO, GAMING
EXPERTS AT
AMPLIFYING LIVE EVENTS ONLINE
RED BULL STRATOS 30M+ TOTAL VIEWS
7.3M WATCHING LIVE 670K FACEBOOK LIKES
THIS PICTURE ALONE 466K FACEBOOK LIKES
20K COMMENTS 48K SHARES
When it comes to producing content most brands think about how they want to see themselves and
how to get their company message across at all costs. Red Bull does the opposite.
!
It thinks about making content that its audience will want to see and figures out how to remove as much
branding as possible. Dietrich Mateschitz, Red Bull Marketing
SUMMARY
CONTENT COMES IN
MANY FORMS
RELEVENT CONTENT IS MORE SHAREABLE
LIVE BRAND EXPERIENCES CAN
CREATE AWSOME CONTENT
AWSOME ONLINE CONTENT
CAN BRING VAST REACH
HIGH-FIVES
ALL ROUND
THANKS!